The platform aims to redesign reply and reblog features to make Tumblr less intimidating and attract disillusioned users from platforms like Reddit and Twitter.
In a recent update on Tumblr’s staff blog, the platform’s future trajectory was unveiled, offering insights into upcoming changes that seek to revamp its reply and reblog functionalities. The primary objective, according to Tumblr staff, is to create a more user-friendly environment, ultimately positioning Tumblr as a welcoming alternative for users disenchanted with platforms like Reddit and Twitter.
Improving the Core Experience
Recognizing the need to address its underlying usability concerns, the staff blog highlighted Tumblr’s historical reliance on users to curate their feeds, leading to a less intuitive experience. To ensure sustained growth, Tumblr acknowledges the importance of fostering seamless connections between users and content, attracting and retaining new users and creators, and promoting regular engagement.
Categories of Strategic Changes
The announced strategic changes fall into several categories, with the goal of expanding user engagement and retention. Among them, the first category focuses on increasing the avenues through which new users can discover and sign up for Tumblr. This move aims to create a more accessible entry point for individuals seeking a fresh social media experience.
The second category aims to establish patterns that encourage users to return to Tumblr frequently. By refining and optimizing the platform’s features, Tumblr aims to create an engaging and addictive experience that keeps users coming back. These changes are experimental in nature, with action items such as conducting audits of the messaging strategy and determining the optimal daily push notification limit.
Becoming a Strong Competitor to Mainstream Social Networks
Tumblr’s strategic changes indicate a clear intention to position itself as a formidable contender against mainstream social networks, particularly for content creators. The platform aims to assist creators in attracting more engagement and ensuring that users encounter engaging posts every time they open Tumblr. One of the key objectives is to improve the algorithmic ranking capabilities across all feeds, including the home dashboard of followed accounts and the “explore” tab, which features suggested posts from across the site.
Redesigning the Reply and Reblog System
One of the most noticeable changes for existing users will be a series of planned updates to the reply and reblog system. Recognizing the confusion that arises from the current approach, Tumblr plans to introduce the ability for users to reply to specific additions within reblogged posts, akin to a quote-tweet functionality. This change aims to enhance clarity and improve the flow of conversations on the platform. Additionally, Tumblr will explore the feasibility of removing duplicate reblogs within a user’s Following feed, addressing concerns about repetitive content circulation.
The Road Ahead
While the blog post did not explicitly mention Tumblr’s plans to integrate with the decentralized social networking protocol, ActivityPub, the outlined changes demonstrate Tumblr’s commitment to revitalizing its platform and attracting a broader user base.
Over the past decade, Tumblr has undergone significant transitions, including acquisition by Yahoo in 2013, subsequent merging with Verizon in 2017, and finally finding stability under Automattic, the owner of WordPress.com, in 2019. Under Automattic’s stewardship, Tumblr has witnessed the emergence of unexpected cultural trends, serving as a refuge for users seeking respite from heavily monetized and optimized social feeds. However, the upcoming changes may not align with the preferences of long-time users who value Tumblr’s distinctive experience.
As Tumblr embarks on these planned updates, the platform faces the challenge of striking a delicate balance between attracting new users and creators while preserving the unique characteristics that have endeared it to its existing community. With a focus on enhancing user experience and nurturing engagement, Tumblr aspires to solidify its position as a relevant and user-friendly social media platform in an ever-evolving digital landscape.
